Higher Education Branding through Instrumental Values
Article (Published version)
Metadata
Show full item recordAbstract
Due to the complexity of the educational market, changes are also occurring
in the field of education itself - from the constant transformation of the curriculum
to new trends in the management of education at all levels. Faculties compete with
each other for the best students, professors, projects, discoveries and resources.
This forces higher education institutions, which want to survive in the long term
and to be highly listed on the market, to take special care of their reputation and
prestige. In order to improve their quality and thereby ensure a competitive
advantage, higher education institutions use brand management activities to
emphasize the values on which their engagement is based. The aim of the paper is
to investigate the opinion of students - users of the service of a higher education
institution and to show the importance of instrumental values on the basis of which
the faculty brand should be shaped. Descriptive statistics and survey techniques were used in... the empirical research, and the sample consisted of 403 respondents -
students at six private and state faculties. The obtained results indicate a positive
opinion of the respondents about instrumental values, such as those on which a
higher education institution should build its brand. This finding provides a basis
for the creators of not only higher education brands, but also for the creation of
study programs based on the estimated value, an incentive for further research of
other values in higher education, as well as for the creation of an optimal brand
model of higher education institutions.
Keywords:
educational market / constant transformation of the curriculum / students / higher educationSource:
Journal od Women's Entrepreneurship and Education (JWEE), 2023, 75-94Publisher:
- Institute of Economic sciences
Funding / projects:
- Ministry of Science, Technological Development and Innovation of the Republic of Serbia, institutional funding - 200005 (Institute of Economic Sciences, Belgrade) (RS-MESTD-inst-2020-200005)
Note:
- Since 2022, JWEE has been classified as a national journal with international significance (M24) according to the Ministry of Science, Technological Development and Innovation.
DOI: 10.28934/jwee23.34.pp75-94
Cobiss ID: 157987852
ISSN: 2406-0674 (online); 1821-1283 (print)
[ Google Scholar ]Institution/Community
Andragogija / AndragogyTY - JOUR AU - Marjanović, Jelena AU - Domazet, Ivana AU - Miljković, Jovan PY - 2023 UR - http://reff.f.bg.ac.rs/handle/123456789/5597 AB - Due to the complexity of the educational market, changes are also occurring in the field of education itself - from the constant transformation of the curriculum to new trends in the management of education at all levels. Faculties compete with each other for the best students, professors, projects, discoveries and resources. This forces higher education institutions, which want to survive in the long term and to be highly listed on the market, to take special care of their reputation and prestige. In order to improve their quality and thereby ensure a competitive advantage, higher education institutions use brand management activities to emphasize the values on which their engagement is based. The aim of the paper is to investigate the opinion of students - users of the service of a higher education institution and to show the importance of instrumental values on the basis of which the faculty brand should be shaped. Descriptive statistics and survey techniques were used in the empirical research, and the sample consisted of 403 respondents - students at six private and state faculties. The obtained results indicate a positive opinion of the respondents about instrumental values, such as those on which a higher education institution should build its brand. This finding provides a basis for the creators of not only higher education brands, but also for the creation of study programs based on the estimated value, an incentive for further research of other values in higher education, as well as for the creation of an optimal brand model of higher education institutions. PB - Institute of Economic sciences T2 - Journal od Women's Entrepreneurship and Education (JWEE) T1 - Higher Education Branding through Instrumental Values EP - 94 SP - 75 DO - 10.28934/jwee23.34.pp75-94 ER -
@article{ author = "Marjanović, Jelena and Domazet, Ivana and Miljković, Jovan", year = "2023", abstract = "Due to the complexity of the educational market, changes are also occurring in the field of education itself - from the constant transformation of the curriculum to new trends in the management of education at all levels. Faculties compete with each other for the best students, professors, projects, discoveries and resources. This forces higher education institutions, which want to survive in the long term and to be highly listed on the market, to take special care of their reputation and prestige. In order to improve their quality and thereby ensure a competitive advantage, higher education institutions use brand management activities to emphasize the values on which their engagement is based. The aim of the paper is to investigate the opinion of students - users of the service of a higher education institution and to show the importance of instrumental values on the basis of which the faculty brand should be shaped. Descriptive statistics and survey techniques were used in the empirical research, and the sample consisted of 403 respondents - students at six private and state faculties. The obtained results indicate a positive opinion of the respondents about instrumental values, such as those on which a higher education institution should build its brand. This finding provides a basis for the creators of not only higher education brands, but also for the creation of study programs based on the estimated value, an incentive for further research of other values in higher education, as well as for the creation of an optimal brand model of higher education institutions.", publisher = "Institute of Economic sciences", journal = "Journal od Women's Entrepreneurship and Education (JWEE)", title = "Higher Education Branding through Instrumental Values", pages = "94-75", doi = "10.28934/jwee23.34.pp75-94" }
Marjanović, J., Domazet, I.,& Miljković, J.. (2023). Higher Education Branding through Instrumental Values. in Journal od Women's Entrepreneurship and Education (JWEE) Institute of Economic sciences., 75-94. https://doi.org/10.28934/jwee23.34.pp75-94
Marjanović J, Domazet I, Miljković J. Higher Education Branding through Instrumental Values. in Journal od Women's Entrepreneurship and Education (JWEE). 2023;:75-94. doi:10.28934/jwee23.34.pp75-94 .
Marjanović, Jelena, Domazet, Ivana, Miljković, Jovan, "Higher Education Branding through Instrumental Values" in Journal od Women's Entrepreneurship and Education (JWEE) (2023):75-94, https://doi.org/10.28934/jwee23.34.pp75-94 . .